Play brings out the unexpected. Sometimes in inspires the earth-shattering. Just ask Picasso, or the inventor of Kevlar, or the person who discovered fires. Basically, play works — especially in graphic design — which is why spaghetti + egg plays so hard: with color, texture and type, outlandish ideas and unforeseen juxtapositions. It leads to whole new ways of reaching those you must reach and compelling them to act.